As part of Showcase Cinemas’ strategy to thrive in a competitive marketplace, the brand coincided a significant cinema refurbishment rollout with the relaunch of its Insider loyalty scheme, which offers exclusive discounts and insights to members for current and upcoming blockbuster releases.

With more Insider rewards than ever before, the refreshed brand captures excitement with added vibrancy, while retaining a visual link to the original brand. New messaging was crafted to promote all that Insider has to offer across a multi-channel, two-stage UK launch campaign.

The visual approach for the launch campaign made the Insider card the star of the show with a visual suggestion that the card empowers members, giving them more every time they visit the cinema. The creative formed the basis for a strong visual toolkit that’s been applied across digital and print media, display advertising, social graphics, exhibition stands and personalised welcome packs.

With over two million members (and counting) now signed up, Insider continues to be a key differentiator for Showcase, helping the brand with customer retention while consistently appealing to new audiences. Our work on Insider continues today, with ongoing campaigns forming an essential aspect of our partnership with Showcase.